Starbucks Trying to Woo Afternoon Customers

Starbucks Corp. has little trouble getting customers in the door for their morning coffee. The problem is getting them to come in the afternoon.

Starbucks is among major coffee chains in the U.S. that cite the increasing importance of attracting customers in the hours between lunch and dinner. The chains get about 59% of their traffic in the morning, and while they get a smaller amount in the afternoon—23%—it is a sizable and growing business, according to market research firm NPD Group Inc.